Pay – per – click advertising is extremely dissimilar to display advertising as pay – per – click ads are usually only viewed by web users who have sought out a particular brand, or at least ones who were looking for something similar to what the brand can offer. “Pay – per – click is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, pay per click.”
On the other hand display advertising (or banner advertising as it is often called) involves payment on an intermittent or one – off time basis to a web host or search engine. The price a company pays to use display advertising is not based on how many times the ad is viewed or clicked into.
“Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.”
It may seem like a bit of a no – brainer that pay – per – click advertising is the best route to go down because after all the people who seek your product or service are much more likely to purchase them. However when you delve into the dynamics of this promotional option it is not so obvious a choice because after all, display advertising can catch the attention of people who were not necessarily looking for your product but may still be interested in it if they stumble across it. Although it is deemed by many to be old fashioned, all of the major social media sites and search engines are giving a big ‘thumbs up’ to display advertising. One must also consider the fact that not everyone who clicks into a pay – per – click advertisement will make a purchase, but the company will still be charged for every visit to the site.
I firmly believe that if on average the ratio of the people who purchase a product is low in comparison to the amount of people who click on the site, and a substantial profit can be made per sale. then pay – per click advertising is the most effective route to go down. However, if this approach is costing a company too much per visitor when compared to their online sales, then perhaps display advertising would be the superior option, as these ads can sporadically appear on a diverse range of sites if necessary, they are more likely to attract consumers who may never have thought of purchasing a particular item, and also regardless of how much attention a display ad attracts, it will only cost an organisation a fixed fee.
It must be remembered however that Google is the biggest search engine on the planet. Google bases its search engine optimization primarily on text heavy websites. Therefore in terms of SEO, and seeing as how display advertising is mainly picture and logo based, pay per click is the right option. An organisation that chooses to go down the pay – per – click route can also use Google adwords to use a keyword list to help customers to look exactly for what your business has to offer.
Essentially there is no absolute superior option between pay – per – click and display advertising. It simply depends on the business and how much sales they can expect to achieve for every visitor to their site. If they expect this sales figure to be low then display advertising is the correct option, and if they expect it to be high then pay – per – click advertising is the way to go.